OPRE 6377 Demand and Revenue Management - Syllabus Course Information •
Course number number - section: section: OPRE 6377 - 501. Course Course title - term: Demand and Revenue Revenue Managemen Managementt - Fall 2011
Professor and Teaching Assistant Contact Information •
Professor: Metin C ¸ akanyıldırım , [email protected]
, SOM3.408. Lecture hours: 7-9:45 pm on M at SOM2.804. Ofﬁce hours: 5:00-6:00 pm on M and Tu at SOM3.408. Teaching Assistant: Osman Kazan , [email protected]
, SOM3.419. Ofﬁce hours: 5-7 pm on W at SOM3.419.
Course Description Conceptual: Management is about matching demand and supply. This course focuses on the demand without attempting attemp ting to manage the supply supply.. But it does take the amount, location, condition, condition, or vintage of the supplies supplies into account. Demand must be understood ﬁrst to be managed. This understanding comes partly from statistical forecastin fore casting g but more importantly importantly from the identiﬁcation identiﬁcation of the demand drivers. drivers. These drivers drivers are speciﬁc to industries but some are common and easily obtainable such as general macroeconomic indicators, demographic data, housing inventories, inventories, and temperatur temperatures. es. Unlike these demand drivers, drivers, prices prices can be managed managed over time, customer classes, locations. A good portion of the course is dedicated to determining good prices depending on inventory,, capacity, input costs, and previous prices 1 . inventory Practical: Revenue management (RM) ﬁrst emerged in US airline industry after the deregulation in 1980s. It has successfully implemented by companies in air transportation, hospitality (hotels, cruises, theme parks, casinos), car rental, rental, media, broadcastin broadcasting, g, natural-gas natural-gas storage and transmission, transmission, electricity generation generation and transmission, transmission, show business (concerts, (concerts, theaters, sport events), universities. universities. Most applications applications are recent recent and made possible by the advances in technology, technology, information i nformation systems, and data d ata mining. mi ning. However, However, there are issues of legality and customer backlash for charging different prices for virtually the same product. The course will touch upon these issues as well.
Course Objectives Students will • • •
be able to list and relate demand drivers to demands in speciﬁc industries, be able to derive and compute price-demand relationship, optimal prices and revenues, be aware of revenue management practices.
Course Pre-requisites and Related Courses •
Pre-requisites: OPRE 6302 and exposure to probability, or consent of the instructor. Knowledge (not expertise) of equation solving, derivatives and integrals of polynomials, and expectation. Familiarity with linear programming formulations. Read MBA math review 1-2 under the “Supplements” of the course section Math refresher: UTDweb has asite. math refresher course course that can help you remember what you learnt in a calculus course. cours e. The math refresher refresher should always be available online; online; to test whether you need this course, course, see http://som.utdallas.edu/somResources/eLearning/eLearningCurrent/math.php.. http://som.utdallas.edu/somResources/eLearning/eLearningCurrent/math.php
dependence distinguishes this course from a standard marketing course.
Related courses: – OPRE 6363: 6363: Inventory Management by Management by Prof. Holly Lutze in Springs. – OPRE 6364: QC: 6364: QC: Lean Six Sigma by Sigma by Prof. Divakar Rajamani in Springs. – OPRE 6366: Supply 6366: Supply Chain Management Management by by Prof. Metin C¸ akanyıldırım in Falls and Springs. – OPRE 6368: Supply Software by 6368: Supply Chain Software by Gene Deluke in Summers. – OPRE 6370: Logistics 6370: Logistics and Distributi Distribution on by by Prof. Ehad Sabri in Falls. – OPRE 6371: 6371: Purchasing Purchasing and Sourcing Management Management by by James Hogan in Springs.
Required Textbooks and Materials •
Textbook: extbook: Pricing Pricing and Revenue Revenue Optimization. Optimization. By Robert L. Phillips. First edition published published by Stanford Stanford University Press, 2005. ISBN 0-8047-4698-2. Costs $50.60 per copy. Case: “Carnival Cruise Lines” (HBS case # 806015-PDF-ENG), Lynda M. Applegate, Robert J. Kwortnik, Gabriele Piccoli, publication date Apr 24, 2006. Costs $6.95 per copy. Game: “Universal Rental Car” John T. Gourville, Tom Tom Nagle and John Hogan. Costs $12.50 per per registration. URL link to this simulation game is provided on the course webpage. Linear/Integer Programming Linear/Integer Programming Notes: Students Students are expected expected to know how to formulate a linear/inte linear/integer ger program. prog ram. This subject subject is discussed discussed in OPRE 6302. To refresh refresh that discussion discussion and see more formulation formulation examples, students are advised to study the “Formulation”, “Transportation” (pp. 1-4) and “Location” course notes under the “Supplements” section of the course web site.
Suggested Course Material •
Supplementary articles in journals accessible by UTD community community.. OR (Operations Research), MS (Management Science), TS (Transportation Science), MSOM (Manufacturing and Service Operations Management) and others. – A Taxonomy and Research Overview of Perishable-Asset Revenue Management: Overbooking, Yield Management and Pricing by Pricing by L. Weatherford and S. Bodily, OR, vol.40, 1992. – Revenue Management: Management: Research Over Overview view and Prospects Prospects by by J. McGill and G. van Ryzin, TS, vol.33, 1999. – An Overview of Pricing Models for Revenue Management by Management by G. Bitran and R. Caldentey, MSOM, vol.5,
2003. – Dynamic Dynamic Pricing Pricing in the Presenc Presencee of Inventory Inventory Considerat Considerations ions:: Research Research Overview Overview,, Current Current Practice Practices, s, and Future Directions by Directions by W. Elmaghraby and P. Keskinocak. MS, vol.49, 2003. – Revenue Management and E-commerce by E-commerce by A. Boyd and I. Bilegan, MS, vol.49, 2003. •
Supplementary books: – Data Analysis for Managers by Managers by Christian Albright, Wayne Wayne Winston and Christopher J. Zappe. Second edition by Duxbur Duxbury y, 2004. ISBN 0-534-39721-2 0-534-39721-2.. Forecasting Forecasting in Part 4 is useful. useful. But there there are many similar books with titles such as Managerial Statistics, Spreadsheet Modelling, Quantitative Analysis. – The Theory and Practice of Revenue Management Management by Kalyan T. T. T Talluri alluri and Garrett Garrett J. van Ryzin. Ryzin. First edition published published by Kluwer Academic Publishers Publishers,, 2004. ISBN 1-4020-7701-7. 1-4020-7701-7. The book is a mixture of theory and practice. The theory is closer to the PhD level than MBA/Master level. The practice (in chapters 1, 10-11) is fun to read. – Yield Yield Management: Strategies for the Service Industries by Industries by A. Ingold, I. Yeoman and U. McMohan. – Revenue Management and Pricing: Case Studies and Applications by Applications by I. Yeoman and U. McMohan-Beattie. – Revenue Management Hard Core Tactics Tactics for Market Domination Domination by by R. G. Cross. – Future of Pricing: How Airline T Ticket icket Pricing Has Inspired A Revolution by Revolution by A. Body.
Assignments & Grading Policy •
Classes start on Aug 29 and end on Dec 05. Students are advised to attend the classes.
Grading – 5% for Class attendance and contribution to discussion. Please bring your nametags to the class. – 25% * Homeworks: There will be 4-5 homeworks. You may discuss homework problems with others,
but you must write upwill by yourself with university the full understanding of what handing in identical assignments be violating regulations and willyou not write. receiveStudents credit! Late homeworks are not allowed unless you negotiate with the TA at least one day in advance. Your minimum homework grade will be dropped from consideration. – 20% * Quiz 1. October 10. – 20% * Quiz 2. November 14. – 30% * Project report (20%) due to November 28. Presentation (10%) on December 5. •
During the quizes, any book/note/printed material can be used but not computers or cellular communication devices. Overall grades will be curved by considering the current class average.
Students score lessways thanto 50% of the ﬁrst grade must schedule an appointment with the instructor to discusswho the possible improve theirquiz performance. •
In this course, you will be given +/- minus grades. For example, you may get an A- or B+ grade. Students earn a grade in this course by mastering the course material. Students are not graded based on any type of need, amount of effort, family, personal circumstances, or their previous record in other courses.
UTD Resources •
Practice Lecture Lecture Series: Series: We expect to host 1-2 lectures lectures in class. They will be on Revenue Revenue Management Management Practice Practi ce and be given by practitioner practitionerss from Dallas area companies. companies. Lecture Lecture dates will be announced announced later on the course web site. UTD has two center centerss re relev levant ant to this this course course.. The center centerss perfor perform m inter interdisc discipl iplina inary ry resea researc rch h and develo develop p cooperation in risk management, supply chain management and decision-making by exchanging knowledge and experience among academia, industry, and public agencies. For more info: – Center for Intelligent Supply Networks (C4ISN) http://som.utdallas.edu/centers/c4isn/ (C4ISN) http://som.utdallas.edu/centers/c4isn/.. – Interna Internation tional al Center Center for Decisio Decision n and Risk Risk Analys Analysis is (ICDRi (ICDRiA) A) http://som.utdallas.edu/centers/icdria. http://som.utdallas.edu/centers/icdria.
E-Access to Journals via UTD Library: Library electronically subscribes to many journals such as Harvard Business Busine ss Review, Review, Management Management Science, Science, which are of interest. To access such a journal journal go to the UTD Library Librar y web page. Click on “E-Journals “E-Journals”. ”. You will see an alphabetical alphabetical list of journals. journals. Click on ”H” for ”H”arvard Business Review. You will see that HBR is listed 15-20 from the top among the journals starting with letter ”H”. Click on HBR link, you will be transferred to EBSCO web site which keeps the journal. To accesss Interfaces acces Interfaces journal, journal, click on ”I” for ”I”nterfaces, ”I”nterfaces, and continue continue as before. before. To access from a non-UTD non-UTD computer, you need UTD ID and password. Please respect the copyright laws. Career Center: The SOM Career Center (http://som.utdallas.edu/somResources/somCareerCenter ( http://som.utdallas.edu/somResources/somCareerCenter)) provides the following services: Career Counseling, Resume Assistance, Interview Assistance, Job Search Assistance, Career Resource Library, Web Resume Database, On Campus Recruiting, Active Internship Program.
Web Pages/Groups password .............. ................... ..... The cour The course se web web pa page ge can can be re reac ache hed d via via www.utdallas.edu/ metin/teaching.html with the password SCM-MS SCMMS degre degreee unofﬁ unofﬁcia ciall web page page is www.utdallas.edu/ metin/SCM/scm-ms.html metin/SCM/scm-ms.html.. UTDSCM UTDSCM Google Google Gr Group oup http://groups.google.com/group/utdscm om/group/utdscm.. UTD SCM community community communica communicates tes via a facebook web page is is http://groups.google.c personality named Utd Scm – become its friend to join the community. ∼
Informs Revenue Management and Pricing Section http://revenue-mgt.section.informs.org Section http://revenue-mgt.section.informs.org.. Professional Pricing Society www.pricingsociety.com Society www.pricingsociety.com.. Airline Group of the International Federation of Operational Research Societies (AGIFORS) www.agifors.org. www.agifors.org. www.dallasfed.org/data/index.html .dallasfed.org/data/index.html.. Regional demand and other data data www
Revenue Management Solution Developers This is an incomplete list. Solution development/software industry is very dynamic. I can add more companies to this list, if you tell me about them. Sabre Inc. www.sabre.com Inc. www.sabre.com.. JDA Software Group www.jda.com Group www.jda.com.. PROS Revenue Management www.prospricing. Management www.prospricing. com.. Veritec Solutions com Solutions www www.veritecsolutions.com .veritecsolutions.com.. KSS revenue management solutions www.kssg.com solutions www.kssg.com.. Rubicon Zilliant www.zilliant.com.. RTS www.rtscorp.com RTS www.rtscorp.com.. Micros www.micros.com Micros www.micros.com.. group www.therubicongroup.com. group www.therubicongroup.com. Zilliant www.zilliant.com
Academic Integrity The University of Texas System and The University of Texas at Dallas have rules and regulations for the orderly orde rly and efﬁcient efﬁcient conduct conduct of their business. It is the responsibility responsibility of each student and each student organiorganization to be knowledgeab knowledgeable le about the rules rules and regulations regulations which govern student student conduct conduct and activities. activities. The University of Texas at Dallas administers student discipline within the procedures of recognized and established due process. process. Procedur Procedures es are deﬁned and described described in the Rules and Regulations Regulations of the Board of Regents of the University of Texas System, Part 1, Chapter VI, Section 3, and in Title V, Rules on Student Services and Activities of the Course Syllabus Page 8, University’s Handbook of Operating Procedures. Copies of these rules and regulations are available to students in the Ofﬁce of the Dean of Students, where staff members are available to assist students studen ts in interpreting interpreting the rules and regulations regulations (SSB 4.400, 972.883.6391). 972.883.6391). A student student at the university university neither loses the rights nor escapes the responsibilities of citizenship. He or she is expected to obey federal, state, and local laws as well as the Regents’ Rules, university regulations, and administrative rules. Students are subject to discipline for violating the standards of conduct whether such conduct takes place on or off campus, or whether civil or criminal penalties are also imposed for such conduct. The faculty and administration of the School of Management expect from our students a high level of responsibility spons ibility and academic honesty. honesty. Because Because the value of an academic academic degree depends depends upon the absolute integrity of the work done by the student for that degree, it is imperative that a student demonstrate a high standard of individual individual honor in his or her scholastic scholastic work. We want to establish establish a reputation reputation for the honorable honorable behavior of our graduates, which extends throughout their careers. Both your individual reputation and the school’s school ’s reputation reputation matter to your success. success. The Judicial Affairs Affairs website website lists examples examples of academic academic dishonesty: dishonesty: http://www.utdallas.edu/judicialaffairs/UTDJudicialAffairs-Basicexamples.html. http://www.utdallas.edu/judicialaffairs/UTDJudicialAffairs-Basicexamples.html. Plagiarism on written assignments, especially from the web, from portions of papers for other classes, and from any other source is unacceptable. unacceptable. On written assignments, assignments, this course course can use the resources resources of https:// https:// turnitin.com,, which searches the web for plagiarized content and is over 90% effective. turnitin.com During tests/quizzes, students in this section are not allowed to use any electronic devices, including IPads, IPhones, IPods, MP3 Players, earphones, radios, smart phones, cameras, multi-function timepieces or computers. When possible, possible, students should sit in alternating alternating seats, face forward forward at all times, and remove remove any clothing which might conceal eye movements, reﬂect images of another’s work. Exam proctors will monitor any communication/signaling between students by talking, whispering, making sounds or by using your hands, feet, other body movements, the test paper itself or your writing implement.
TENTATIVE COURSE TIMELINE
1. Week - Aug29. Aug29.
(a) Ch2: Introduction to pricing and revenue optimization. (b) Ch3. Demand functions and price optimization: Price-response function; Competition. Week of Sep05. Labor Day Holiday 2. Week - Sep12 Product Management: Experiences in the Car Rental Industry Industry.. W.J. Carroll and R. C. Grimes. (a) Evolutionary Change in Product Sep-Oct 1995. Interfaces, Vol 25: 84-104. (b) Revenue Management Saves National Car Rental. Rental . M.K. Geraghty and E. Johnson. Jan-Feb 1997. Interfaces, Vol.27: 107-127. (c) Game: Universal Game: Universal Car rental Game. 3. Week - Sep19 (a) Price-response estimation. study: Forecasting Sales in the HVAC (Heating, Ventilating, Air Conditioning) Industry. (b) Case study: Forecasting 4. Week - Sep26. (a) Ch4: Price differentiation: Volume discounts; Arbitrage and cannibalization; Consum Consumer er welfare. 5. Week - Oct03. Oct03. (a) Ch5: Constrained supply: Opportunity cost; Segmentation; Segmentation; V Variable ariable pricing. 6. Week - Oct10. Oct10. Quiz 1. 7. Week - Oct17. Oct17.
(a) Ch6: Revenue Manage Management. ment. 8. Week - Oct24. Oct24. (a) Ch7: Capacity Capacity Allocation. Allocation. 9. Week - Oct31. Oct31. (a) Ch8: Network Network Management Management.. 10. Week - Nov07. Nov07. (a) Ch9: Overbooki Overbooking. ng. (b) Case study: Carnival study: Carnival Cruise Lines. 11. Week - Nov14. Nov14. Quiz 2. 12. Week - Nov21. Nov21.
OTHER PRICING CONTEXTS
(a) Ch10: Markdown Markdown Pricing Pricing.. 13. Week - Nov28. Nov28. (a) Ch11: Customized Pricing: List prices vs. vs. customized prices; Responses to competitor bids. 14. Week - Dec05: Project presentations.